Well to be fair, I never blamed it on Steve himself. And while it's normal for the lower level guys to not get recognition, usually it's while the company is being recognized ("Microsoft releases...", "Nokia develops new..."), whereas with Apple it's usually attributed to Jobs himself.
I think that's because whenever Apple releases a major new product, it's Jobs who personally announces it in a high-profile presentation. And because Jobs is well known as the CEO of Apple, the press prefers to simply state that Jobs announced or introduced the product. Partly because it's more factually accurate, and partly because Jobs is less abstract an entity than Apple while just as familiar, which is always preferred in writing for large audiences.
Other companies, in contrast, don't have well known CEOs and/or their CEOs don't bother to personally do the announcing. It seems like most tech products get announced with a press release. Maybe there's a press kit if they want to get fancy.
